The for-profit sector of higher education has generated some disturbing headlines recently. Widely publicized charges of predatory recruiting practices have prompted new regulations and provided fuel for scorching criticism of the entire business model. But while the spotlight is focused on what for-profits are doing wrong, are people overlooking…

Guidelines are offered for more effective use of college campus recruitment videos. Suggestions include mailing tapes to selected students; supplying tapes to feeder schools and counselors; displaying the video at off-campus recruitment events; and showing the video on television. Additional targeting ideas (such as use with international…

Admissions Marketing Group Research--gleaned from studies of parents, students, and counselors--suggested several reasons why public relations professionals should play a major role in the recruitment picture. (MLW)

A number of innovative recruitment publications are described and addresses for sample copies are provided. It is suggested that good publications, long an important recruiting tool, are especially necessary with today's declining enrollments and rising printing costs. (MLW)

Suggestions on how to improve first-contact recruitment mailings are provided: involve experts in planning, include cover letter, target messages, find a great writer for brochure and cover letters, keep it short, sell location, print brochure in colors, eliminate evidence of computer-generated messages, etc. (MLW)

This paper analyses the portrayal, within UK universities' publicity materials, of disabled students and disability services. Basic public relations practices explain that an organisation should know its audiences and focus its messages accordingly. We argue that recruitment is an issue which cannot be ignored in discussions of learning and…

Publications consultants picked three student recruitment brochures that were the best search pieces they had seen and described why they worked. The three brochures and their designers included: University of Pennsylvania and North Charles Street Design Organization; Carleton College and George Dehne; and DePaul University and Stein Educational…

Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)

Compared the effects of personalized direct mail recruitment letters on the response rate of 2 groups of 300 students each. One group received a personalized recruitment letter; the other received a nonpersonalized letter. Results showed no statistical difference in response rate between the 2 groups. (TE)

The promotional campaigns of three colleges who attract nontraditional students are described. Metropolitan Community Colleges (Missouri) showcase alumni success stories and faculty profiles. The University of Maryland University College uses ads in regional newspapers. The University of Richmond University College uses advisory boards made up of…

Describes and analyzes Ohio State University's Minority Librarian Intern Program, a two-year post-master's degree internship that was developed to attract underrepresented minority librarians to academic libraries. Publicity and recruitment strategies are discussed, and suggestions to increase minority representation are offered. (Contains 14…

As state budget allocations for higher education decrease, "specialty" programs such as gerontology must continually demonstrate their productivity. State and private universities increasingly rely on student credit hours (SCH) or tuition generated, which is making it difficult for many gerontology programs to expand. The School of Aging Studies…

When new marketing strategies were adopted at Elizabethtown College, publications were seen as a good starting point for planning. Revamping publications led to the development of a publications flow system that in turn led to a communications flow system to schedule all mailings and telephone contacts. (MLW)

A study on the use and effectiveness of marketing in postsecondary admissions is discussed. The study shows that only 8 of 16 marketing techniques were used by more than half of the respondents. The broader scheme of marketing is seen as not having been put to use fully by admissions officers. (MLW)

Many institutions of higher education are adopting video as a recruitment tool. Different methods of distributing videos include: mailing, networks, recruitment trips, and on campus use. Suggestions for producing a video are provided. (MLW)